Which of your customer's motivations should design for first?
The more intrinsically motivated ones? The more extrinsically unmotivated ones?
My take is that when working on enabling behavior, it is best to start with the groups that are more intrinsically motivated first.
These we can say are those early adopters, open to trying things and internally wanting your product or service to do the right job for them.
Start with this group to learn what works and what needs to change in your offering.
If your product or service does the job right, this is a great group that will provide social proof to the next group of people, who may be less motivated and may need to see results in someone similar to them
Once you have both of these groups, they may help bring over the less motivated people, as that group may now see your offering as the norm.
(This is just one way to look at this, but it's one I like to work with in my projects)
How can you then know who is who?
Well, you can use the Self Determination Theory Motivation Continuum
Why?
In my experience, lots of teams build their offerings (I'm guilty of it in the past as well) - thinking that all users start intrinsically motivated, but the reality is that motivation varies.
Most apps, employee engagement programs and even loyalty programs completely are designed to give rewards, but in such a way, that once the rewards are taken away, so too does the motivation end.
With a motivation theory like this, you can understand where your actors really are and then apply the right designs to enable intrinsic motivation
Those designs should be informed by basic psychological needs:
-Autonomy: I make my own choices, I am in control -Competence: I am learning, progressing, improving, and getting better -Relatedness: Community and social aspects; being part of something bigger
I also adapted the continuum with something a bit more simple using some of the work from Amy Bucher book Engaged.
Have you ever used this in your design, if not, you should start :)
The SDT Continuum Miro board is now on my Frameworks page, and you can take it if you want.
Link to the frameworks in the comments
P.S - I'll be adding some examples as well soon on the board for you all to see how each to the psychological needs can look like.
#behavioraleconomics #servicedesign #digitaltransformation